affiliate 2.0 - discover ten top new webtrends
DESCRIPTION
Consumers are blogging, posting, digging and searching at unprecedented rates. The next wave of an internet explosion is upon us. What does it mean for affiliates? What can we learn from these new webtrends that we can apply for business?TRANSCRIPT
AFFILIATE WEB 2.0
Discover the 10 companies defining the new internet
Affiliate SummitJanuary 23, 2007
561-620-9121
Background
• Developed ‘Live’ campaign used in 208 countries
• Managed largest territory in country. Developed promotion in 15th year
• Developed internet sales and marketing strategy, sold first integrated deal
• Created 4 of 6 ‘Hall of Fame’ banners• Launched Atkins Diet Online, 22 diets
overall
• Launched TenGoldenRules.com in 2003
What is TenGoldenRules.com?
• Marketing Consultants• Drive more visits to your site• Convert the visits to sales• Strategy, Creative, Affiliate Management,
Landing Pages, Search, Blogs, Optimized PR
Annie’sCostumes.com15% of $4.8 Billion Industry
Click to Search
AmericanDiabetes.com$30+ Per Lead, no reversals
Objectives • Define Web 2.0 and what it means for Affiliates• Who is succeeding and what is driving their
success?• What is MySpace? And, how did they become the
number 6 website in the world • Why is a 1 year old company worth $1.65B• What’s a Long Tail and how can I get one?• Blogs. Podcasts. Wiki’s. What new technologies
are important to the affiliate business?• What is the latest evolution in Public Relations
and how can affiliates benefit from this approach?
Internet Marketing Tools
– Alexa.com http://download.alexa.com/index.cgi – Ranking based on unique visitors and page views – Traffic Details– Related Links
Internet Marketing Tools
– Alexa.com http://download.alexa.com/index.cgi – Ranking based on unique visitors and page views – Traffic Details– Related Links
– Google Page Rank http://toolbar.google.com
– A link from page A to page B is a vote for page B.– Votes cast by "important" pages weigh more
heavily – Relevant pages weigh more heavily
Internet Marketing Tools
– Alexa.com http://download.alexa.com/index.cgi – Ranking based on unique visitors and page views – Traffic Details– Related Links
– Google Page Rank http://toolbar.google.com
– A link from page A to page B is a vote for page B.– Votes cast by "important" pages weigh more
heavily – Relevant pages weigh more heavily
– Syntryx www.Syntryx.com
Web Tools – SyntryxReverse link search to site
Web Tools - Syntryx
Number of links to AffiliateSummit.com
from Search Engines, ODP/DMOZ
Web Tools - SyntryxWhere linking servers
are located…Affiliate Summit
London???
Web 2.0 - What is it?
Web 2.0 - What is it?
“In the simplest terms it's the phrase being applied to 'the second coming' of the internet. Dot-com investors are partying like it's 1999 … getting everybody talking about the internet once more and its increasing relevance to our lives.”
Web 2.0 - What is it?
“In the simplest terms it's the phrase being applied to 'the second coming' of the internet. Dot-com investors are partying like it's 1999 … getting everybody talking about the internet once more and its increasing relevance to our lives.”
“Web 2.0 is a bit of a catch-all which covers a broad range of new online services, user-generated content, communities and social networking tools. The phrase also refers to the creation of far greater levels of interactivity.”
Silicon.com
Web 2.0 - What is it?
“In the simplest terms it's the phrase being applied to 'the second coming' of the internet. Dot-com investors are partying like it's 1999 … getting everybody talking about the internet once more and its increasing relevance to our lives.”
“Web 2.0 is a bit of a catch-all which covers a broad range of new online services, user-generated content, communities and social networking tools. The phrase also refers to the creation of far greater levels of interactivity.”
Silicon.com
Web 2.0 is a phrase coined by O'Reilly Media in 2004 to refer to a …second-generation of Internet-based services that let people collaborate and share information online in new ways — such as social networking sites, wikis, and communication tools.
http://www.oreillynet.com (Tim)
AFFILIATE WEB 2.0
Discover the 10 companies defining the new internet
# 1 – PayPal (eCommerce)
Trend • Made eCommerce mainstream/Long Tail• $150B online in 2006
# 1 – PayPal (eCommerce)
Trend • Made eCommerce mainstream• $150B online in 2006Point-in-Time• Purchased by eBay in July 2002 in a deal valued
at $1.5 billion.
# 1 – PayPal (eCommerce)
Trend • Made eCommerce mainstream• $150B online in 2006Point-in-Time• Purchased by eBay in July 2002 in a deal valued
at $1.5 billion. Others Players in the Space• eBay, Yahoo Stores, watch for Google Checkout
# 1 – PayPal (eCommerce)
Trend • Made eCommerce mainstream, $150B online in 2006Point-in-Time• Purchased by eBay in July 2002 in a deal valued at $1.5
billion. Others Players in the Space• eBay, Yahoo Stores, watch for Google CheckoutHow to Apply it to the Affiliate Business• eCommerce enabled the affiliate explosion• CJ/LinkShare are ‘PayPal’ for affiliates• What is your ‘long tail’ opportunity?
# 1 – PayPal (eCommerce)
Commission Junction on CJ.com
Long Tail - Why the Future of Business is Selling Less of More
Chris Anderson
• Amazon can ‘stock’ considerably wider inventory than a traditional book or music store which only has room for classics and bestsellers.
Best Sellers
Sales
The Long Tail
Best Sellers
Best Sellers Long Tail
Library Research
Library Research Long Tail Research
Annie’s Costume’s Retail Closed Halloween ‘04
Annie’s Costume’s Retail Closed Halloween ‘04
Annie’sCostumes.com30,000 SKU’s
Local Drug Store
Local Drug Store AmericanDiabetes.com
# 2 – MySpace
Alexa Rank 6Google Page
Rank 9/10
Trend • Mini-sites, video sharing, listing, voting, tagging• Huge Traffic on the ‘Living Web’
# 2 – MySpace
# 2 - MySpace From 100,000 to 6 on Alexa
Trend • Mini-sites, video sharing, listing, voting, tagging• Huge Traffic on the ‘Living Web’Point-in-Time• MySpace Alexa• Monday May 29, 2006 270,000 sign-ups
# 2 – MySpace
Trend • Mini-sites, video sharing, listing, voting, tagging• Huge Traffic on the ‘Living Web’Point-in-Time• MySpace Alexa• Monday May 29 270,000 sign-upsOthers Players in the Space
# 2 – MySpace
YouTube – 30 Million Views/Day!Purchased by Google for $1.65B
Alexa Rank 10
Google Page Rank 7/10
FaceBook – 7 Million users at 2,000 universities Alexa Rank
71Google Page
Rank 6/10
Craigslist – Classifieds, Real Estate, Very Few Paid
Alexa Rank 30
Google Page Rank 7/10
Flickr – Photo SharingAlexa Rank
39Google Page
Rank 8/10
Digg – ‘Dig’ votes for top news1,000,000 visitors/day, new NYTimes?
Alexa Rank 90
Google Page Rank
Revver – All videos reviewed, Ads run after video with Rev. share
http://one.revver.com/revver/find/lonelygirl#_show_video_62453
Revver – All videos reviewed, Ads run after video with Rev. share
http://one.revver.com/revver/find/lonelygirl#_show_video_62453
LonelyGirl15 huge following turned out to
be a film project
SecondLife.com – Fake people buying fake things with real money
SecondLife.com – 2.8 Million Residents, US $998,867 spent last 24hrs
SecondLife.com – First US $ Millionaire Ailin Graef aka Anshe Chung
Trend • Mini-sites, video sharing, listing, voting, tagging• Huge Traffic on the ‘Living Web’Point-in-Time• MySpace Alexa• Monday May 29 270,000 sign-upsOthers Players in the Space• FaceBook, CraigsList, YouTube, Flickr, Revver, Digg,
Deli.cio.us How to Apply it to Affiliate Business• MySpace affiliate sites, YouTube how-to videos, Viral
Marketing, Sell Land and other items in 2L• Build links to your site
# 2 – MySpace
# 3 – Blogger (Blogging, Vlogging)
# 3 – Blogger (Blogging, Vlogging)
Trend • Easy web publishing with top search results
# 3 – Blogger (Blogging, Vlogging)
Trend • Easy web publishing with top search resultsPoint-in-Time• Howard Dean Campaign, January 2004• The Fall of Dan Rather September, 2004
# 3 – Blogger (Blogging, Vlogging)
Fark.com User submitted Jokes, Links, Video 40M Page views, $800,000/Mo.
Alexa Rank 853
Google Page Rank 8/10
BoingBoing.net “A Directory of Wonderful Things” $1,000,000 revenue
Alexa Rank 1,322
Google Page Rank 9/10
PopSugar.com Celebrity Gossip 12 Million Page views/Mo, $10M valuation
Alexa Rank 4,695
Google Page Rank 5/10
PopSugar.com Celebrity Gossip 12 Million Page views/Mo, $10M valuation
Started in April!!!!
Trend • Easy web publishing with top search resultsPoint-in-Time• Howard Dean Campaign, January 2004• The Fall of Dan Rather September, 2004 Other Players in the Space• TechCrunch, BoingBoing, Fark, MetaFilter• AdSense, Federated Media
# 3 – Blogger (Blogging, Vlogging)
Federated Media Advertising for 75 Top Blogs, $8 CPM’s
Google’s AdSense Ads ‘contextual’, $4 Billion revenue
Trend • Easy web publishing with top search resultsPoint-in-Time• Howard Dean Campaign, January 2004• The Fall of Dan Rather September, 2004 Other Players in the Space• TechCrunch, BoingBoing, Fark, MetaFilter• AdSense, Federated MediaHow to Apply it to Affiliate Business• Create a blog in Blogger, TypePad, MovableType• Drive traffic to affiliate links and banners• Search Tactic
# 3 – Blogger (Blogging, Vlogging)
Halloween Blog
TGR Blog Technique
Google Rank before Blog Technique
Step 1: Create a Webpage
Step 2 - Add a Blog Entry
Use the same title as the web
page
Step 2: Submit to Blog Search Engines
#1 and 2 for “internet
marketing specialist
boca”
One Week Later!!!
6 months Later
2 for “internet marketing specialist
boca”
#4 - About.com Sites built for search
#4 - About.com Sites built for search Alexa Rank
91Google Page
Rank 9/10
Trend • Build a site for the search engines (CONTENT)
#4 - About.com Built for Search
Trend • Build a site for the search enginesPoint-in-Time• New York Times acquired About.com in March
2005 from Primedia for $410 million. • About.com reaches an audience of 22 million
unique visitors each month.
#4 - About.com Built for Search
Trend • Build a site for the search enginesPoint-in-Time• New York Times acquired About.com from
Primedia for $410 million. ($80M run rate)• About.com reaches an audience of 22 million
unique visitors each month. Others Players in the Space• Wikipedia, LifeTips.com
#4 - About.com Built for Search
Alexa Rank 16
Google Page Rank 8/10
Alexa Rank 5,158
Google Page Rank 6/10
Trend • Build a site for the search enginesPoint-in-Time• New York Times acquired About.com from Primedia for
$410 million. • About.com reaches an audience of 22 million unique visitors
each month. Others Players in the Space• Wikipedia, LifeTips.comHow to Apply Search for Affiliate Business1. Generate free traffic to your site2. Find top SEO performers, recruit as affiliates3. Three keys to SEO: 1.Keywords 2. Links 3. Tags
#4 - About.com Built for Search
How to Succeed in Search
Pay-Per-Click Search “Paid Advertising”
Free Search “PR”‘Natural’ or ‘Organic’
1. Words on the page “Content is King”
2. Links to your site “Off page Factors”
3. Meta Tags
Three Keys to Search Success (of 100+)
Google Cache reveals keywords
http://searchmarketing.yahoo.com/rc/srch/?mkt=us
Keyword Tool
Keyword Research - Searches
Keyword Research - Index
TenGoldenRules.com Home Page Word Count – 959
MSN.com link:www.website.com Shows how many links TO a site
TenGoldenRules has 775 Links TO
the site
TenGoldenRules.com Meta tags match content
Search Success!
Search Engine Success!
# 5 – DailyCandy.com
Trend • Online Subscription Model, 1.4 Million Subscribers
# 5 – DailyCandy.com
Trend • Online Subscription Model, 1.4 Million SubscribersPoint-in-Time• Launched March 2000• 2006 Revenue - $19,000,000• Current Valuation - $130,000,000
# 5 – DailyCandy.com
Trend • Online Subscription Model, 1.4 Million SubscribersPoint-in-Time• Launched march 2000• 2006 Revenue - $19,000,000• Current Valuation - $130,000,000Others Players in the Space• eDiets, BeliefNet, BabyCenter.com, Astrology.com
# 5 – DailyCandy.com
eDiets.com – 19 eNewsletters including ‘Mr. Bad Foods’
BabyCenter.com
Astrology.com
Trend • Online Subscription Model, 1.4 Million SubscribersPoint-in-Time• Launched march 2000• 2006 Revenue - $19,000,000• Current Valuation - $130,000,000Others Players in the Space• eDiets, BeliefNet, BabyCenter.com, Astrology.comHow to Apply it to Affiliate Business• List, List and List• Develop a list of affiliates, ‘Affiliate Newsletter’
# 5 – DailyCandy.com
Newsletter Model
1. Permission ‘Opt-in’2. Stay Top-of-Mind
3. Add search content to site4. ‘Send-to-a-Friend’
5. Submit articles
# 6 – Google AdWords & Analytics
Trend • Affiliate Marketer’s Dream Real Time Statistics
# 6 – Google AdWords & Analytics
Google Analytics
Google AnalyticsMarketing Summary
Google AnalyticsMarketing Summary
Trend • Affiliate Marketer’s DreamPoint-in-Time• AdWords launched Fall 2003• Analytics in Beta April 2006
# 6 – Google AdWords & Analytics
Trend • Affiliate Marketer’s DreamPoint-in-Time• AdWords launched Fall 2003• Analytics in Beta April 2006Others Players in the Space• Yahoo!, MSN, Ask.com, Syntryx
# 6 – Google AdWords & Analytics
Trend • Affiliate Marketer’s DreamPoint-in-Time• AdWords launched Fall 2003• Analytics in Beta April 2006Others Players in the Space• Yahoo!, MSN, Ask.com, SyntryxHow to Apply it to the Affiliate Business1. Program Testing: Offers, Landing Pages, Sales Funnel,
Opt-In, Creative, etc.2. Improve conversion before launching with affiliates3. Drive Pay-Per-Click to your affiliate site
# 6 – Google AdWords & Analytics
Sponsored Link Position #2
Test a Google PPC Account
I select the Keywords I want to
target
I write the exact ad copy I want to test
Test a Google PPC Account
How many Impressions and Clicks we have
received
Test a Google PPC Account
The Click Through Rate
Test a Google PPC Account
The Conversion Rate (Sales over
Clicks)
Test a Google PPC Account
Cost Per Conversion …Cost of a ‘Sale’
Test a Google PPC Account
Syntryx Research
Syntryx ToolTop sites linking to competitor
Syntryx ToolTop links to a competitor
# 7– NetFlix.com
Alexa Rank 217
Google Page Rank 9/10
Trend • Online Subscription Model• MyNetFlix
# 7 – NetFlix
Trend • Subscription Model• MyNetFlixPoint-in-Time• Moved to subscriptions in September 1999
# 7 – NetFlix
Trend • Subscription Model• MyNetFlixPoint-in-Time• Moved to subscriptions in September 1999Others Players in the Space• Wal-Mart out and Blockbuster backed off
# 7 – NetFlix
Trend • Subscription Model• MyNetFlixPoint-in-Time• Moved to subscriptions in September 1999Others Players in the Space• Wal-Mart out and Blockbuster backed offHow to Apply it to Affiliate Business• Develop a subscription offer (Free plus shipping)• Customize website, recommendations, tools• Sign up to promote NetFlix
# 7 – NetFlix
# 7– NetFlixMy Personal
Queue “Crash” and “City of
God”
NetFlix Affiliate Program
# 8 – iTunes (Podcasting, Vodcasting )
Alexa Rank 77
Google Page Rank 9/10
# 8 – My Podcasts
Trend • Disintermediation, Numbers of download• Podcasts and Vodcasts = Domain ’94, eMail ‘96
# 8 – iTunes (Podcasting, Vodcasting )
Trend • Disintermediation, Numbers of download• Podcasts and Vodcasts = Domain ’94, eMail ‘96Point-in-Time• iPod Launch 2001 MAC, 2002 Windows• September 18, 2006 “You’re on my iPod!!”• http://
www.webmasterradio.fm/episodes/index.php?showId=27
# 8 – iTunes (Podcasting, Vodcasting )
Trend • Disintermediation, Numbers of download• Podcasts and Vodcasts = Domain ’94, eMail ‘96Point-in-Time• iPod Launch 2001 MAC, 2002 Windows• September 18, 2006 “You’re on my iPod!!”Others Players in the Space• Napster, AmazonHow to Apply it to Affiliate Business• Develop a Podcast / Vodcast• Develop a training series• Purchased Podcast Subscriptions
# 8 – iTunes (Podcasting, Vodcasting )
# 9 – Starbucks (Mobile)
Trend • Web Access goes Hi-Speed and Mobile• Coffee shops as office
# 9 – Starbucks (Mobile Web)
Trend • Web Access goes Hi-Speed and Mobile• Coffee shops as officePoint-in-Time• American Idol had 63 million text votes• “May 2006 Hi-Speed TREO”
# 9 – Starbucks (Mobile Web)
Trend • Web Access goes Hi-Speed and Mobile• Coffee shops as officePoint-in-Time• American Idol had 63 million text votes• “May 2006 Hi-Speed TREO”Others Players in the Space• T-Mobile, Blackberry, TREO, Airports, iPhone
# 9 – Starbucks (Mobile Web)
Trend • Web Access goes Hi-Speed and Mobile• Coffee shops as officePoint-in-Time• American Idol had 63 million text votes• “May 2006 Hi-Speed TREO”Others Players in the Space• T-Mobile, Blackberry, TREO, Airports, iPhoneHow to Apply it to the Affiliate Business• GPS marketing• Get a mobile number in database• Promote programs such as: Jamster, Verizon
# 9 – Starbucks (Mobile Web)
Recent Mobile Marketing Promotions
Weather Channel Alerts
Sports scores, odds
Free performance downloads
#10 - PRWeb – Search Optimized Public Relations
Trend • Optimize Press Releases for the search engines
#10 - PRWeb – Search Optimized Public Relations
Trend • Optimize Press Releases for the search enginesPoint-in-Time• August 4, 2006, Vocus acquired assets of
PRWeb for approximately $28 million
#10 - PRWeb – Search Optimized Public Relations
Trend • Optimize Press Releases for the search enginesPoint-in-Time• August 4, 2006, Vocus acquired assets of
PRWeb for approximately $28 million Others Players in the Space• PR Newswire, BizWire, Marketwire
#10 - PRWeb – Search Optimized Public Relations
Trend • Optimize Press Releases for the search enginesPoint-in-Time• August 4, 2006, Vocus acquired assets of
PRWeb for approximately $28 million Others Players in the Space• PR Newswire, BizWire, MarketwireHow to Apply Search to the Affiliate Business1. Research Keywords for release, add release to
site, use PR Web with Anchor text links
#10 - PRWeb – Search Optimized Public Relations
Keyword Research - Index
1. PayPal - eCommerce
2. MySpace - User Generated Content
3. Blogger - Blogging and Vlogging
4. About.com – Sites built for Search Success
5. Daily Candy – List, List, List
6. Google – AdWords and Analytics
7. NetFlix – MyNetFlix customization
8. iTunes – Disintermediation and Podcasting
9. Starbucks - Mobile Web
10. PR Web – Web Optimized Public Relations
WEB 2.0 - The ten companies defining the new internet
1. Presentation available at www.TenGoldenRules.com
2. Send us Testimonials
3. Stay up-to-date with our Blog and Newsletter
4. Sign up for AmericanDiabetes.com and AnniesCostumes.com at www.CJ.com
5. Coming soon a Printer and Trophy.com
6. Prize Drawing
Conclusion